Title

Peta Making Social Noise: A Perspective On Shock Advertising

Keywords

Animals; Images; Internet; PETA; Shock advertising; Social noise; Video; Visual

Abstract

This article analyses People for the Ethical Treatment of Animals' (PETA) strategies for making social noise, a form of public communication that is sufficiently attention grabbing to be 'heard'. A common social noise tactic is shock advertising. It has a magic-bullet effect; when PETA resorts to graphic video recordings of animal abuse, it instils feelings of 'shock' to get its point across. Unlike many other studies on PETA and its advertising strategies, this analysis is distinctive in that it mostly bases the principle of shock advertising on the theory of social noise. The latter adds fresh insights to our understanding of visual legitimacy in the twenty-first century. © 2013 Intellect Ltd Article.

Publication Date

3-1-2013

Publication Title

Portuguese Journal of Social Science

Volume

12

Issue

1

Number of Pages

85-100

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1386/pjss.12.1.85_1

Socpus ID

84884167494 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84884167494

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